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Consumer Views: Spas

Spas entice younger consumers

Only 12% of the nearly 14,000 U.S. consumers answering the exclusive Casual Living and HGTV survey currently own a spa, but nearly one-third plan to buy a spa. And the prospective customers are significantly younger than the current owners — 25% of spa owners are under age 45, compared with 37% of those planning to buy one.

Additionally, the survey asked consumers what pie-in-the-sky features they would include in their dream outdoor space and more than half wanted a spa.

Forty-five percent of respondents said they would shop at a casual furniture specialty store first if they were looking for a spa. Spa or pool specialty stores were cited by 19% of respondents as the first place they would shop, followed by 14% who said they would shop online. Thirteen percent of consumers would first shop a home improvement center for a spa.

More than half of casual furniture specialty store shoppers have household incomes of $75,000 or more, compared with 44% of respondents first shopping the Internet and 42% of consumers first shopping a spa or pool specialist. One-third of consumers shopping a home improvement center first have incomes of $75,000 or more.

12% of responding consumers currently own a spa

32% of consumers plan to buy a spa

Consumer demographics

Region Currently own a spa Plan to buy a spa
Northeast 15% 18%
Midwest 20% 22%
South 38% 43%
West 27% 17%
Under 35 5% 12%
35–44 19% 25%
45–54 44% 39%
55–64 26% 20%
65 and over 6% 4%
Household income
Under $50,000 16% 25%
$50,000 to $74,999 21% 29%
$75,000 to $99,999 23% 22%
$100,000 or more 40% 24%

First place consumers would shop for a spa

% of consumers
Other includes catalogs, interior designers, garden centers, hardware stores, discount department stores and department stores, among others.
Source: Casual Living and HGTV Consumer Views Survey, 2008
Casual furniture specialty store 45%
Spa and pool specialty store 19%
Internet 14%
Home improvement center 13%
Warehouse membership club 4%
Other 5%

Desired spa features % of consumers
Source: Casual Living and HGTV Consumer Views Survey, 2008
Four seats 48%
More than four seats 45%
Built-in sound 30%
Attached lap pool 10%

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